Rascasse Audience Intelligence

OnStar Target Market in United States

A data profile of the people who buy, follow and care about OnStar in United States — modelled from more than twelve digital signal sources. OnStar has an estimated audience of 891,136 people in United States.

#2613among Brand in United States#778in Cars & Mobility

The average OnStar fan in United States is 44.5 years old, more male, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include TransUnion, Turo, Microsoft Store, with strongest over-indexing on TransUnion (45.54× the country average).

Demographically, the OnStar audience skews more male with an average age of 44.5, and over-indexes on personality traits such as Urban Lifestyle, Price Sensitivity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical OnStar fan in United States is more male, around 44.5 years old, with strong Urban Lifestyle tendencies and a notable affinity for TransUnion.

Category: Cars & Mobility · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the OnStar profile in United States.

Audience size
891K
in United States
Gender
39.0%♀
61.0% male
Age
44.5
average years
Country rank
#25563
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of OnStar

39.0% are female, 61.0% are male, average age 44.5.

Fig. 02

Gender split

39.0%
Female
61.0%
Male
Demographic split for OnStar audience in United States
MetricValue
Female39.0%
Male61.0%
Average age44.5
Estimated audience size891,136
Fig. 03

Age distribution

Ø 44.5
average years
Age distribution of the OnStar audience in United States
Age bracketShare%
16-1915%
20-2913%
30-3914%
40-4919%
50+40%
Fig. 04

Worldwide distribution

72.7%

of the worldwide OnStar audience comes from United States.

Worldwide audience distribution share by country for OnStar
CountryShare
United States72.7%
Canada8.4%
Mexico4.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the OnStar audience in United States is strongest.

Fig. 05

Top regions by affinity

OnStar customers by region in United States
#RegionReachAffinity×
01North Dakota~4K2.08×
02Michigan~40K1.94×
03Louisiana~20K1.60×
04Mississippi~10K1.54×
05Arkansas~10K1.47×
06South Dakota~3K1.46×
07Oklahoma~10K1.44×
08West Virginia~5K1.34×
09Iowa~10K1.32×
10Wyoming~2K1.32×
11Missouri~20K1.30×
12Alabama~20K1.29×
13Nebraska~6K1.27×
14Indiana~20K1.26×
15Kentucky~10K1.22×
16New Mexico~5K1.21×
17Montana~3K1.20×
18Texas~90K1.19×
19Wisconsin~20K1.19×
20Kansas~8K1.12×
21Ohio~30K1.10×
22Tennessee~20K1.06×
23South Carolina~10K1.05×
24Georgia~30K1.01×
25North Carolina~30K1.01×
26Minnesota~10K0.99×
27Illinois~30K0.96×
28Alaska~2K0.93×
29Maine~3K0.92×
30Vermont~1K0.91×
31Delaware~2K0.89×
32New Hampshire~3K0.88×
33Arizona~10K0.82×
34Idaho~4K0.80×
35Florida~50K0.79×
36Pennsylvania~20K0.75×
37Nevada~6K0.75×
38Virginia~10K0.70×
39Colorado~10K0.69×
40Maryland~10K0.65×
41Rhode Island~2K0.59×
42New York~30K0.58×
43Connecticut~5K0.58×
44Utah~5K0.57×
45Oregon~5K0.54×
46Washington~9K0.53×
47New Jersey~10K0.52×
48California~50K0.50×
49Massachusetts~8K0.49×
50Hawaii~2K0.46×
Fig. 06

Affinity by region

Affinity by region — OnStar, United States
0.46×1.00×2.08×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the OnStar audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for OnStar audience
#·InterestCategoryAffinity×
01Deutsche Tourenwagen MeisterschaftSports151.86×
02GetaroundCars & Mobility118.07×
03Microsoft StoreTechnology & Electronics65.61×
04TransUnionTechnology & Electronics45.54×
05TuroCars & Mobility41.72×
06Ford EdgeCars & Mobility38.71×
07Stanley SteemerHome & Garden30.87×
08Enterprise Car SalesCars & Mobility30.64×
09AutoNationCars & Mobility26.75×
10NeweggShopping23.91×
11DiceGames22.51×
12AtlasMusic & Radio20.97×
13National Car RentalCars & Mobility19.33×
14FedEx OfficeBusiness & Career17.24×
15Office DepotShopping14.04×
16The UPS StoreShopping9.81×
17Advance Auto PartsCars & Mobility9.44×
18Wells FargoBusiness & Career8.18×
19AutoZoneCars & Mobility6.69×
20Best BuyShopping5.15×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the OnStar audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by OnStar audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN3.21×
Price SensitivityPREMIUM1.68×
IndulgenceJOY1.58×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by OnStar audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.93×
Luxury OrientationPREMIUM0.98×
Sports ActivityPOWER1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is OnStar's target market in United States?

OnStar's target market in United States covers an estimated 891,136 people, concentrated in Texas and California.

02

What is the gender split and age of OnStar customers?

39.0% of the OnStar audience are female, 61.0% are male, with an average age of 44.5 years.

03

Which brands do OnStar fans like most?

OnStar fans show strongest brand affinity for TransUnion (45.54×), Turo (41.72×), and Microsoft Store (65.61×) over the country average.

04

Where do OnStar fans live in United States?

OnStar fans in United States are most concentrated in Texas (reach ~90K), California (reach ~50K), and Florida (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do OnStar fans also like?

Beyond OnStar itself, the audience over-indexes on Turo (41.72×), Microsoft Store (65.61×), The UPS Store (9.81×), and Atlas (20.97×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Cars & Mobility audiences in United States

See OnStar audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for OnStar. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →